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THE BUSINESS SCHOOL

Public Relations & Sponsorship Management

BMK 0128

Assessment Briefs 2014-2015

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CONTENTS

This handbook provides information about the module and its operation. Please study it carefully.

Section Page

1.0 ASSESSMENT INFORMATION 2

1.1 The assessment strategy 2

2.0 Assessment brief(s) 2

2.1 Sponsorship Assignment 2

2.2 Marking Criteria and Guidance for Sponsorship Assignment

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2.3 Guidance to the overall approach for Sponsorship Assignment

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Conceptual 4

Contextual 4

Application 4

2.4 Referencing 4

2.5 Further Notes on Assignment 4

3.0 Exam Brief 5

3.1 Guidance for Individual PR Exam Questions 5

3.2 Guidance to the overall approach to PR Exam 6

Conceptual 6

Contextual 6

Application 6

4.0 Assessment deadlines 6

5.0 Process for requesting an extension or submitting a claim for Extenuating Circumstances (ECs)

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6.0 Formative assessment 8

7.0 Arrangements for the return of work and feedback 8

8.0 Tutor reassessment 8

9.0 GENERAL INFORMATION 9

9.1 Academic misconduct and referencing information 9

9.2 Further reading 9

9.3 Access to facilities 10

9.4 Health and Safety information 10 9.5 Academic Skills/Technical Support 10

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1.0 ASSESSMENT INFORMATION

1.1 Assessment Strategy

Assessment tasks (including assessment weightings)

One written (2500 words) assignment worth 40% and a two hour exam worth 60%

All learning outcomes to be tested.

In any academic session each cohort taking the module will be set examination questions and an assignment that will be varied so that all learning outcomes will be tested, in one or other of the assessments.

2.0 Assessment Briefs

Assessment and feedback is a significant aspect of the Universitys Teaching and Learning strategy.

Please ensure that you are familiar with the Assessment and Feedback Strategy. The document is

also available under the assessment tab in Unilearn.

2.1 Sponsorship Assignment

Select a sponsee and sponsor (a new relationship):

1. Undertake a critical analysis of the sponsee. (20%)

2. Undertake a critical analysis of the sponsor. (20%)

3. Develop a clear set of objectives for the sponsor (based on the sponsee). (10%)

4. Develop a detailed sponsorship strategy based on the above objectives. (50%)

2500 words 22nd April 2015: Sponsorship Coursework Submission 13th May 2015: Feedback for Sponsorship Coursework

2.2 Marking Criteria and Guidance for Sponsorship Assignment

As you would expect, the assessment is looking for evidence of an understanding of and application of the basic principles of the areas of marketing covered by the assignment as well as application of the principles to the company / situation in the assignment.

Top Students who simply repeat chunks of the textbook and students who simply theory dump without evidence of real understanding and application will not pass.

Top mark students will show e.g. critical awareness, compare and contrast and otherwise show insights into the concepts and ideas and their application.

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1. Undertake a critical analysis of the sponsee. (20%)

Select an appropriate time-scale for undertaking the retrospective analysis leading up to the present.

A comprehensive and critical analysis of the selected time frame. Highlighting key areas with appropriate level of explanation for the key areas. Critique specifically any sponsorship elements throughout. Supported with referenced and up-to-date evidence throughout.

2. Undertake a critical analysis of the sponsor. (20%)

Select an appropriate time-scale for undertaking the retrospective analysis leading up to the present.

A comprehensive and critical analysis of the selected time frame. Highlighting key areas with appropriate level of explanation for the key areas. Critique specifically any sponsorship elements throughout. Supported with referenced and up-to-date evidence throughout.

3. Develop a clear set of objectives for the sponsor (based on the sponsee). (10%)

Identification of clearly defined sponsorship objectives (based on and extracted from the analysis undertaken in question 1 and 2).

Each objective should include a rational, broad time scales, and resource implications.

4. Develop a detailed sponsorship strategy based on the above objectives. (50%)

The development of a compressive sponsorship strategy for each objective. The strategy should be detailed in terms of time scales, costs, resources used and

resource implications. Supported with referenced and up-to-date evidence throughout.

2.3 Guidance to the overall approach for Sponsorship Assignment

As a guide marks will be awarded for:

Understanding of basic concepts Application to situation Critical awareness Referencing Style/expression Additional /further insights

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The assessment consists of three elements: conceptual, contextual, and application.

Conceptual Each question is based on clear and identifiable sponsorship concepts. Using referenced work, you are required to highlight these areas and provide an appropriate level of explanation of each concept. You should demonstrate a clear understanding of the key concepts. You should avoid simply copying and referencing definitions.

Contextual The assessment should be based on a real life organisation/product/service. You are therefore required to undertake the relevant research into the organisation and industry in order to gain the necessary level of insight into the characteristics and workings of both the organisation and industry.

Application This element requires you to integrate sponsorship concepts within the context provided, resulting in the application. For this to happen, you must have a thorough understanding of the relevant sponsorship concepts, the context, and demonstrate critical awareness (in order to then apply the concepts to the context).

2.4 Referencing

Referencing is a critical aspect of this assessment. You will be required to search for and review the appropriate sources required to address the questions. You should familiarise yourself with the resources available through the University and in particular Summon. Academic journal articles should be the main focus for your reading and referencing of the marketing concepts, with a variety of other sources contributing towards the research and referencing requirements for the context and application elements (e.g. industry reports, web sites, texts).

2.5 Further Notes on Assignment

1. Length: 2500 words Maximum (not including appendices or bibliography / references).

2. Under no circumstances should you exceed the word limit. Only work up to the word limit will be marked.

3. Report format required: Justified alignment, Ariel 11 font minimum.

4. The work should be an individual piece of work and should be fully referenced where appropriate.

5. The work should be submitted according to the Business Schools procedures for completing and handing in assignment work. Please check with the School Office (Level 1) if you are unsure as to these.

6. Please follow University procedures / regulations if requesting extensions.

7. Submission of work: The assignment must be submitted electronically through Turnitin on UniLearn.

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8. Submission date: See section 5.3; on or before 11:59. Please note you will normally be penalised for late submission after this time.

9. Work submitted up to 5 working days after the deadline without an extension will be marked up to a maximum of 40%.

10. Tutor reassessment applies to this assignment. This means that if you score less than 40% you will be offered an opportunity to improve your mark within a specified time limit as directed by the module tutor.

11. Work will normally be returned within 3 working weeks of submission.

3.0 Exam Brief

The exam will focus on the Public Relations elements of this module, and will be a two hour closed book exam in which you write up an analysis and PR plan for a real organisation, person or event which is currently in the news and is perceived as having poor public relations in the perspective of some/all the publics it is involved with.

Once you have identified a topic you should:

1. Critically identify the PR issues and relevant theories surrounding the issue. (20%)

2. Identify the PR approaches that might be appropriate for the situation (40%)

3. Critically assess the implications of the approaches identified (40%)

3.1 Guidance for Individual Public Relations Exam Questions

1. Critically identify the PR issues and relevant theories surrounding the issue. (20%)

Introduce the topic. It is important that you take an independent and unbiased approach to this assignment as failure to do this will lead you to ignore opposing ideas and lead to false assumptions. Remember a good PR person considers all the opinions.

Identify the background to study Define the public relations problem Summarise the actions taken (Review and critique the situation, from a public

relations perspective) Identify the stakeholders Recognise the aims/concerns/ issues of each stakeholder Identify both the actual and the potential PR issues ( show both what PR was

done and what might have been done justifying the reasons for the latter against theory through the use of references and application of theory.

Link the issues to relevant theories.

2. Identify the PR approaches that might be appropriate for the situation (40%)

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Identify the PR approaches that might be considered and whether these would create a positive or negative image.

Ensure you consider a wide range of public relations ideas In this section you should consider the level of practicality and originality of the

ideas and recommend appropriate PR actions to enhance/create a positive image.

Justify your proposed actions by linking your proposals to relevant theory and ensure this is fully referenced and sourced

3. Critically assess the implications of the approaches identified (40%) Consider the implications of each of the potential approaches (PR activities)

that you have recommended Check that you have addressed all the key issues identified when defining the

problem Draw conclusions and make recommendations on the topic.

The marking scheme to be used to assess the exam will be made available on the Unilearn site for the module.

3.2 Guidance to the overall approach to PR Exam

The assessment consists of three elements: conceptual, contextual, and application.

Conceptual These questions are intended to allow you to consider the concepts of public relations considered during the class room sessions. Where possible you should make reference to sources for both theoretical and real life experiences to highlight these areas and provide an appropriate level of explanation of each concept. You should demonstrate a clear understanding of the key concepts.

Contextual The exam should be based on the real life public relations situation of the topic. You are therefore required to undertake the relevant research into the situation and how the different publics involved are affected, in order to gain the necessary level of insight required.

Application This element requires you to integrate public relations concepts within the context provided, resulting in the application. For this to happen, you must have a thorough understanding of the relevant PR concepts, the context, and demonstrate critical awareness (in order to then apply the concepts to the context).

4.0 Assessment deadlines

Submission date Feedback Date

Term 2

Assignment 1 22nd April 2015 13th May 2015

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It is important that you keep a copy of all of the work you submit for assessment. You are strongly advised to use the electronic storage system provided by the University, using the allocated space on the K drive.

It is School policy that all assessed work must be submitted electronically via Turnitin, by 23:59 on the published date of submission. No hard copies should be submitted unless this is identified as a requirement in the Assessment Brief. Where hard copies are required, please ensure the work submitted is stapled in the top left hand corner, not submitted in folders or ring binders and your student ID number and name are clearly visible on the assessment.

If you are not able to submit by the deadline, you must inform your Course Leader, Fiona Cheetham. Depending on the circumstances, you may need to ask for an extension or submit an extenuating circumstances form see Section 5.4 below.

Assessed work which is submitted late but within five working days of the agreed submission date will be accepted and the maximum mark available for that piece of assessment will be 40%. This does not apply to the submission of assessed work relating to Tutor Reassessment, referral or deferral requirements but does apply to previously agreed, extended or renegotiated deadlines. Work submitted later than this without an approved extension will receive a mark of 0%.

Please note that loss of data or printing errors are not deemed to be acceptable reasons for the late submission of work.

It is your responsibility to upload your submission/s onto Turnitin by 23.59 by the dates shown above. Any technical difficulties can be dealt with by calling the computing helpdesk 01484 473737 which is available 24/7.

5.0 Process for requesting an extension or submitting a claim for Extenuating Circumstances (ECs)

There are procedures in place for you to request a short extension to a deadline but this request has to be made no later than two working days after the published submission date.

If you have difficulties such as a short-term illness and need to request an extension, you should submit a request via the eCover extension and submission system supporting information to confirm your circumstances may be required. A guide to the eCover system is available on the intranet.

Late requests for extensions are not accepted and you run the risk of scoring a maximum of 40% for that piece of work if submitted late but within 5 working days of the original deadline, or 0% if submitted later than this without an approved extension.

The University understands that there may be times when your ability to complete a piece of assessed work or to concentrate on your studies may be hindered by factors beyond your control such as illness or significant personal difficulties. The regulations include a process to allow students who are affected in this way to bring these extenuating circumstances (ECs) to the attention of the relevant people in the School (such as the Course Assessment Board) so that proper account can be taken. Please be aware that a claim for ECs will

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usually only be accepted where youve been able to demonstrate that the circumstances described have had a direct impact on you and were substantial and unexpected - in all other cases students would be expected to negotiate an extension. The regulations for ECs can be found in Section 5 at: http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs

When completing an EC form please be careful to include the correct modules and assessments and to be sure that you attach appropriate and acceptable evidence to your claim.

Once completed your claim has to be submitted to the Course Administration Office (BS1/03) within 5 working days of the date by which your assessment should have been completed.

6.0 Formative assessment

Opportunities for formative feedback sessions for both the group presentation and individual coursework have been timetabled in to the delivery schedule. Please refer to section 4.1. You will be asked to prepare for these sessions to enable staff to offer guidance on your work in progress.

7.0 Arrangements for the return of work and feedback

You should normally receive feedback on your assessments three teaching (i.e. term time) weeks after the submission date for the assessment. Dates for the return of work and feedback are indicated within Section 5.3 of this handbook. Feedback should help you understand why you received the mark and what you can do to improve your performance in future assessments.

Feedback will be given for your summative assessments in class. In addition, the marking criteria/guidance will be completed so you can see how the final marks for the summative assessments were allocated against all pieces of work. Your final overall mark for both pieces of work will be loaded onto Grademark.

8.0 Tutor Reassessment

Tutor Reassessment (TR) is where a student is given a single opportunity to re-submit an eligible piece of work and for it to be remarked prior to the meeting of the Course Assessment Board. Tutor reassessment will only be offered if you submit a piece of work for the original assessment and achieve a mark of between 0 and 39%. The maximum mark available for a tutor reassessment is 40%. The full regulations for tutor reassessment can be found in Section E at http://www.hud.ac.uk/registry/regulationsandpolicies/studentregs

As indicated in Section 5.1, the following piece(s) of assessment are eligible for tutor reassessment:

You will be informed at the point you receive feedback whether your work is subject to Tutor Reassessment. You will give two weeks to resubmit from the point of receiving your feedback.

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Submission date Feedback Date

Term 2

Assignment 1 22nd April 2015 13th May 2015

9.0 GENERAL INFORMATION

9.1 Academic misconduct and referencing information

The University regards any action by a student that may result in an unfair academic advantage as a serious offence. It is your responsibility to ensure at all times that the assessments you complete are entirely your own work and that you have used the relevant referencing technique correctly and in full. The full set of regulations which govern Academic Integrity can be found under Section 4, Assessment Regulations 3 and 4 at http://www2.hud.ac.uk/registry/students_handbook.php

Further information on academic integrity, including an overview of the support available for referencing, can be found within your course handbook; it is important that you familiarise yourself with this information.

9.2 Further reading

Indicative Reading List (please use the latest editions): Please see Unilearn for an up-to-date list.

Full use should be made of all resources on SUMMON but the following resources and texts may be particularly useful.

Use the latest editions in all cases

Core Texts:

Public Relations Morris & Goldsworthy, PR Today, Palgrave Macmillan

Sponsorship Collett, P. & Fenton, W., The Sponsorship Handbook, Jossey-Bass

Additional Texts

Public Relations Harrison,S. Public Relations - An Introduction, , International Thompson Business Press Kitchen,P. Public Relations Principles & Practice, Thomson Seital, F P. The Practice of Public Relations, Prentice Hall Kitchen P J & Schultz D E, Raising the Corporate Umbrella, Palgrave Middleberg, Don., Winning PR in the Wired World, McGraw-Hill Hart, Strategic Public Relations, Macmillan Newsom, Scott and Turk, This is PR, Wadsworth

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Black, The Practice of Public Relations, Butterworth-Heinemann Center and Jackson, Public Relations Practices, Prentice-Hall Maitland, Perfect PR, Thomson

Sponsorship Sleight, S, Sponsorship: What it is and how to use it, McGraw-Hill. Wim, Lagae: Sports Sponsorship and Marketing Communications: A European

perspective; Prentice Hall.

Head, Victor, Sponsorship; the Newest Marketing Skill; Institute of Marketing. Argenti P, Corporate Communication, McGraw-Hill.

Journals

Public Relations Review Public Relations Quarterly Journal of Public Relations Research International Public Relations Journal Journal of Sponsorship Campaign Marketing Week Corporate Communications - An International Journal Journal of Marketing Journal of Marketing Management European Journal of Marketing

Also, please check the short-term library resources for latest industry reports.

Web Resources

http://www.sponsorship.co.uk http://www.generatesponsorship.com http://www.henrystewart.com/jos.aspx http://www.sportbusiness.com/ http://www.imrpublications.com/ http://www.sportstat.co.uk http://www.brandrepublic.com/ http://www.sponsorship.co.uk/index.html http://www.sportsmarketing360.com http://www.sportstat.co.uk/ http://www.powersponsorship.com Other Information Extensive use is made of academic and practitioner based resources.

9.3 Access to Facilities - Arrangements for borrowing equipment/accessing labs/studios

If you wish to borrow equipment or gain access to specialist facilities please discuss your requirements with your Course leader or Year Tutor.

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9.4 Aspects of Health and Safety specific to the module

An overview of the Health and Safety arrangements in place for both the University and the Business School can be found within your course handbook.

9.5 Academic Skills/Technical Support

The Learning Development Group offers study skills support to all students within the Business School, covering topics such as reading, research, academic writing (including referencing) and reflective practice. Their contact details can be found within Unilearn under the Learning Development Group tab.